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Andre´ Nijhof is Associate
Professor at the Nyenrode
Business University,
Breukelen,
The Netherlands.
Dai Forterre is based at
ASICS Europe, Amsterdam,
The Netherlands.
Ronald Jeurissen is
Professor of Business
Ethics at Nyenrode
Business University,
Breukelen,
The Netherlands.

Abstract
Purpose – This paper aims to explore new forms of control that can address the legitimacy problems of globally-integrated enterprises.
Design/methodology/approach – In a conceptual analysis the characteristics of the globally-integrated enterprise are used to put forward apt strategies of control. These proposals are examined and illustrated in a case study of the strategies in use in the athletic footwear industry.
Findings – This paper argues that command-and-control strategies will be ineffective for globally-integrated enterprises. In order to behave like a global corporate citizen companies need to stress controls based on belief systems and interactive systems. Certain features of this shift in control are visible within the athletic footwear industry although many strategies in use are still based on…

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